WESTFIELD CENTER, OH  — JULY 10, 2025 — TakeUp, a leading AI-powered revenue management platform purpose-built for independent hospitality properties, today released “The Voice of the Boutique Travel Guest 2025,” a comprehensive survey of 350 travelers who regularly stay at independent properties, revealing key insights into guest expectations, booking behaviors, and technology acceptance.

This new research highlights the evolving mindset of modern travelers who prioritize meaningful stays over transactional bookings. Independent properties are uniquely positioned to meet these expectations, offering the distinctive charm and personalized service that larger hotel chains often cannot match. By adopting technology that enhances the guest experience without replacing the human touch, these properties can deliver memorable stays while remaining competitive in today’s fast-moving travel landscape.

“While our previous research focused on property owners’ challenges, this report flips the script to understand what guests actually want from independent properties,” said Bobby Marhamat, CEO of TakeUp. “The findings are encouraging for property owners—guests aren’t just looking for the cheapest option. They want unique experiences, personalized service, and transparency. Most importantly, they’re embracing technology when it enhances their stay.”

What the Research Found:

• Personalization is King: 95% of travelers say personalized offers or recommendations based on their interests would make them more likely to book a stay.
• Technology Acceptance: 85% are positive about or open to independent properties using technology like smart check-in, curated recommendations, and AI-driven pricing to enhance their stay.
• Dynamic Pricing Gets the Green Light: 87% accept that there will be dynamic pricing, with 39% saying they understand and expect rates to change based on demand.
• Value Over Price: Nearly half (45%) are willing to pay more for unique or high-quality experiences, while only 11% look for the lowest possible rate.
• Transparency Matters: 69% say price transparency is very important, wanting to understand all costs upfront.
• Travel Plans Are Up: 59% plan to travel more in 2025 than in 2024, with weekend getaways (78%) and domestic travel (65%) leading preferences.
• Booking Behavior: While 57% discover properties through online travel agencies, 66% prefer booking directly with independent properties.

The research reveals that today’s independent property guests are not technology-averse. The survey found that 36% expect independent properties to use technology and automation, while 49% are open to it if it improves their experience. This represents a significant opportunity for property owners to differentiate themselves through smart technology adoption.

“The biggest takeaway for independent property owners is that guests want the best of both worlds, personalized, authentic experiences enhanced by smart technology,” notes Marhamat. “Properties that can deliver unique value while being transparent about pricing and leveraging technology to create seamless, personalized experiences will win in 2025.”

The study also identified what prevents bookings: limited or no guest reviews (39%), uncertainty about cleanliness or quality (38%), and inflexible cancellation terms (29%). This underscores the importance of building strong online reputations and maintaining flexible, guest-friendly policies.

The full “Voice of the Boutique Travel Guest 2025” report is available here.